Top 8 Marketing Strategies for Fence Installers
The fencing market size in the US was estimated at $8.20 billion in 2021. And the market does not show any signs of going down. The market is expected to register a compound annual growth rate of 5% by 2030.
The tremendous growth shows how competitive the fencing industry is and how critical it is for fencing contractors to have an effective marketing strategy to stay ahead of the competition. And with the changing consumer needs and the need for a solid online presence, any fencing company yet to incorporate digital marketing is missing out on potential clients, as many customers search for local businesses online.
Why Digital Marketing?
Digital marketing is taking over traditional marketing strategies, and it's for the right reasons. You should pay attention to this trend, and with the right tools and planning, you can expect to enjoy these benefits and more.
Better Targeting
Digital marketing allows you to target potential customers with laser accuracy. You can use customer demographics and behaviors to tailor your content for the specific audience and increase conversions.
As a fence installer, you can target people who have recently purchased or renovated homes and are likely to need a new fence. You can also target property owners in the market for a home renovation project, as they may consider adding a fence during their remodeling processes.
More Cost-Effective
Whether targeting a local or international audience, digital marketing will be more cost-effective than traditional methods. With some strategies and tools, you may not spend a penny on marketing.
For instance, even with a small budget, you can use fence company SEO to generate more organic traffic to your website and reach larger audiences. This method does not require a significant capital outlay, and you can reap great rewards for increased web traffic.
More Flexibility
Digital marketing lets you create various campaigns simultaneously and test their success to determine the best approach for your target audiences. Also, digital content has an extended shelf life compared to the content used in traditional marketing.
You can create evergreen content that's still relevant years after its creation and repurpose them for new campaigns. You can also update existing content with fresh ideas or new data from your research.
8 Effective Digital Marketing Strategies for Fence Installers
Here are the top digital marketing methods to consider:
1. Pay Per Click (PPC) Advertising
Pay-per-click (PPC) advertising is a powerful digital marketing strategy for fence installers. If done right, this marketing tool can generate significant traffic to your fence installation website and will likely yield many sales from that traffic.
As the name suggests, PPC is an advertising model where you are only charged for the number of clicks your ad receives. For example, if your ad receives 1000 impressions and six clicks, you are only charged for the six clicks. This makes PPC an attractive option for many fence installers since they don't have to shell out a big marketing budget simultaneously. Here is a look at more benefits of this digital marketing strategy for fence installers.
You Control the Campaign
PPC puts you at the center of your marketing campaign, and you can control every aspect of the ad. You can decide when, where, and how the ad should be displayed and in what condition it should be dismissed.
Additionally, you can decide when you want the ad to run. For example, you can turn off the ad at peak hours to avoid overspending and switch it back on when the traffic is low.
Highly Targeted Ads
PPC also offers fence installers a great way to target potential customers in their local area. This marketing tool provides inorganic yet highly targeted traffic to your website. Fence installers can use specific keywords in the ad message, and potential customers who search for those terms will be served with your ads.
For instance, if you notice that most fence installation requests on Fiverr are from people living in Atlanta, you can target local keywords like "fence installation services in Atlanta" or "cheap fence installers near me."
You Oversee the Budget
Another advantage of PPC is that you have complete control over the budget. Fence installers can set a maximum daily budget for each keyword or campaign. This way, you are assured that you don't spend overboard on digital marketing.
Furthermore, when using Google Ads (the most popular PPC platform), fence installers get detailed reports of their expenses and how much they gained from every click. This perk helps you measure ROI to make sound decisions in your next campaign.
Does Not Depend on Algorithms
Since you pay for your site to appear on the top of search engine results, you don't have to worry about algorithms implemented by Google. Fence installers can be assured that their website will appear in the top results irrespective of any changes made by search engines. This perk helps them stand out from fence installation companies reaping the benefits of organic traffic.
2. Search Engine Optimization (SEO)
The key to staying ahead of competitors is to make your company more visible to potential customers. Fence installers can achieve this by optimizing their websites for search engines and appearing on the top results of every relevant keyword.
Search engine optimization involves making your website more lovable by search engine crawlers. You want your website to be perceived as valuable and authoritative so that it can appear at the top of search engine results. You can achieve fence company SEO by following some simple yet effective tactics.
Content Optimization
You have probably heard of the phrase 'content is king,' and optimizing your website's content should be your top priority for SEO. Fence installers must create valuable content providing helpful information about the fencing subject.
Your content should not all be about selling your services - it should also include educational content, reviews, and tips related to fence installation. Some valuable topics to consider having:
- Fence installation basics
- Fence installation materials and types
- Fence design ideas
- Fencing regulations in your area
These topics will help you create awareness about your services while showing customers that you are not just after their money.
Keywords Optimization
This tip is the most important in SEO optimization. The reason is that potential customers use those target keywords in search engine queries, and if your website is not optimized for these words, it might be lost in the crowd.
First, conduct keyword research to determine the most relevant words other installation companies use. Some of the words fencing companies can use include "fence installation," "fencing services near me," and "cheap fence installation." Fence installers can then sprinkle those words through their content (naturally) to increase visibility in search engine results.
Use the keywords on the meta tags, titles, headings, and content. Fence installers should also use the keywords in their web addresses (URLs) to make them more visible.
Link Building
Link building is a technique to increase the visibility and authority of your website. Fence installers can use this tactic by inbound links from other websites such as government sites, blogs, forums, and more.
The idea behind link building is that when search engine crawlers see your website linked to another authoritative site, the algorithms will assume that your website is also valuable and might rank it higher.
You may also leverage internal linking to increase visibility. Fence installers can link one website page to another related page, making it easier for search engine crawlers to index all content.
Visuals
Leveraging visuals in your website is the best way to boost engagement. Studies show that 91% of consumers prefer visual content over textual content, and using visuals like images, videos, and infographics can help fence installers stand out from the competition.
Fence installers must also add alt tags for all visuals uploaded on their website. Alt tags are brief descriptions of an image or video that appear when a user hovers over it. And add the relevant target keywords to those alt tags, making it easier for search engine crawlers to index their visuals.
3. Social Media Marketing
Today, nearly everyone has at least one social media account. So, fence installers should harness this opportunity and build an online presence.
Social media presence helps you reach a broader audience and allows you to engage with potential customers using visuals like pictures or videos. Fence installers can post content related to their services on social media platforms like Facebook and Twitter.
Fence installers may also create campaigns to run ads using social media platforms. For example, you can target local customers with geo-targeting options or customers interested in fencing services.
Effective social media marketing is more than just creating a page and posting content. Fence installers must also analyze their social media performance to determine if they are reaching the desired audience and if the ads are effective. First, know your target audience to identify which platform you can find them easily.
In this case, your target audience is property owners and landowners, so it's best to focus on platforms like Facebook and Twitter.
Furthermore, consider using social media automation tools to help manage posting content on multiple platforms. You can use the tools to schedule posts so that even if you are busy, the content will still be posted on social media channels. And remember to analyze the best time to post based on when your target audience will most likely be online.
Most importantly, engage with your followers regularly. You can interact with your audience by relaying to answer their questions and liking and commenting on posts. Doing this will help you build an authentic relationship with your followers, which may lead to more sales.
4. YouTube
Video content is an engaging and easily-digestible way to convey information. Fence installers can use YouTube to create videos that showcase their services and establish credibility.
For example, you can shoot videos of the installation process to show your followers what goes on behind the scenes. You may also create educational videos on different fence installation materials and care tips to engage with potential customers.
Moreover, YouTube video descriptions help search engine crawlers index your videos. You can add relevant keywords in the description to create a link to your website or blog post. That way, interested viewers can easily find more information about fence installation services.
The secret to successful marketing on YouTube is consistency. This means that fence installers should create and post videos regularly. Also, consider optimizing your YouTube channel with the appropriate name, logo, bio, and keywords to make your channel easily searchable when consumers are looking for related content.
5. Email Marketing
Statistics show there are approximately 4 billion daily email users. As such, any brand yet to leverage email in its marketing campaign is missing out on many potential customers. Fence installers should use email marketing to reach potential customers, as it is a powerful tool that can help you build brand visibility and loyalty.
When done correctly, email marketing helps you achieve desired results, such as driving website traffic or growing sales within the shortest period. The best part is email marketing is inexpensive since you don't have to pay for ads.
First, create an email list of subscribers who will receive newsletters and promotions. But to have subscribers, you must have interesting content to capture their attention. You can end helpful fence installation tips or explain the benefits of different fencing materials.
You can also use emails to build customer loyalty by offering discounts and rewards. This way, you will lure more people into subscribing to your email list. Finally, ensure your emails are consistent with your branding and contain appropriate headings, visuals, and captions.
6. Content Marketing
Consumers constantly search for tips, advice, and tutorials to help them make informed decisions. For instance, some property owners are skeptical about installing a fence and may need help deciding the best materials or understanding the most suitable installation methods.
That's where you come in to craft content that educates, inspires, and encourages people to take action. You can focus on blog posts that provide helpful fence installation tips and advice. You may also lean more toward guest posts requiring you to write for other websites and blogs. And then, you can link back to your website, which helps build your brand's visibility.
Besides, you can focus on creating infographics, podcasts, and videos. Infographics are an easy way to present complex information visually appealingly. Fence installers may use them to explain different installation methods or types of fencing materials. Similarly, podcasts and videos are an effective way to communicate with customers, most excitingly.
When creating content for your fence installation company, ensure it's relevant to what other businesses offer. Even in the case of guest posts, only write for companies whose services relate to yours.
For instance, you can collaborate with a home improvement company to write a guest post on the top home improvements that can boost property value. In that case, fencing will be among the recommended improvements.
7. Reviews and Testimonials
Reviews and testimonials can make or break your fence installation company. Most consumers tend to believe words from other consumers when determining the quality and reliability of services.
Suppose consumers find more positive reviews about your fence installation services than negative ones. In that case, the potential customers will perceive your company as trustworthy and are likely to gain interest in your products.
On the other hand, if they come across many negative reviews and complaints, there are high chances they will move on to the next fence installation company.
Therefore, focus on getting more positive reviews from customers who have had a good experience working with them. Review sites like Google My Business can help put your company on the map. Such websites allow you to create a profile for their business, where customers can leave reviews.
Also, whenever you have a satisfied customer, don't shy away from asking them to write a testimonial or review about your services in exchange for discounts and rewards.
8. Influencer Marketing
Influencer marketing is a digital marketing strategy that involves working with people who have an established following and influence on people. You can either pay the influencer to talk about your fence installation services or collaborate, whereby you install a fence for free in exchange for promotion.
When selecting an influencer, choose one with your target market. For instance, if you're a small business providing residential fence installation services, search among celebrity moms, dads, or home improvement bloggers who have established themselves as authorities in this niche.
Remember that sometimes, a large following does not translate to a significant engagement. You want to look for influencers who have an engaged following and speak directly to your target market.
Which Is the Best Digital Marketing Method For You?
There is no one-size-fits-all digital marketing strategy for fence installation companies. Review each method and craft an approach that works well with your budget, audience, and objectives.
For instance, if you are a startup looking to build your brand and become a household name, influencer marketing may be your best option. However, if you are an established business looking to generate more organic traffic, fence company SEO may be the way to go.
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